As a closing note on our sales video series, here is one that N5R.com produced for Trump International Hotel & Tower, Toronto. It epitomizes our entire philosophy about effective emotional marketing and sales video production.
What follows is a corporate video that N5R.com produced for Design Solutions. It's a little over two minutes long and keeps to our sales video philosophy. It moves quickly, shows you examples of the custom-designed products being sold, and shows you the person behind the enterprise. It gives you facts as well as feelings.
Our sales video series resumes with a look at what N5R.com did for Rain Condominiums in Oakville, an Empire community. The video adheres to previously mentioned rules--it shows furnished interiors and uses maps to reveal the surrounding neighbourhood. It also shows you an interview with the man behind the development, and it makes use of music and raindrops to create a feeling. Great ads need real emotional content. Both sides of the brain, logical and emotional, need some attention paid to them.
Our sales video series continues with a number that N5R.com produced for Lamb Developments Theatre Park. Last time, we covered the point of telling a story and showing prospects what a fully furnished interior looks like. This time, I want you to pay attention to the exterior shots. Not only are viewers shown the building, but the neighbourhood. When selling a condo, one of the most important things to do is sell the neighbourhood.
Our series of video examples continues with Lamb Developments The King Charlotte. Watch this closely and consider the finer points of selling a condo with a video, because similar rules should apply for static ads as well. The very first thing you see is a furnished room, not a floor plan or building exterior shot. Why? Because your buyers want to imagine what it's like to live in this condo. An effective sales video visually tells such a story.
In today's marketing world, you can't beat a great professional sales video. You can buy an HD camera for under $500 and put a simple recording on Youtube, the second most popular search engine in the world (behind Google, which owns and indexes it). If you pull out all the stops, this is the caliber of sales video you can expect. The only thing to do next is make sure the video circulates: social media, fan pages, blogs like this one.
In my previous post, we talked about all the reasons why online video can be your best sales tool when it comes to selling your condo development. I hope that you’re convinced of the power of this condo marketing tool, so let’s go through the steps to strategize and produce your very own digital video that can deliver your best sales presentation 24 hours a day, 7 days a week!
Developing your Video
#1: Set your objectives for your video. Obviously for condo developers, your video should sell the condo. Also, determine what role will the video play - do you want to build awareness of your condo project, increase “direct traffic” to your condo website, or grow your YouTube Channel’s subscribers. This will affect how you’ll ultimately market your video. Take inventory of all your creative assets that you have on-hand, including photos, logos, or proprietary images.
Tip: I recommend an interview-style format for your first foray into video, where the main role is given to your property and one main spokesperson (either the condo developer or a narrator) - as opposed to gimmicky characters.
#2: Find a video professional. Unless you have a video guru on your team, you’ll need to find a professional to actually tape, edit, and produce a final cut. Here at N5R, we’ve years of experience creating and marketing videos for top condo developers, so we’ve created a streamlined process that can produce a video in little time and it's relatively inexpensive when you compare traditional media costs. Not only will a video pro have the right equipment, they know how to take advantage of video’s ability to appeal to both audio and visual senses, ensuring that your video has powerful, emotional content that people love to share.
Tip: Be sure to include the video pro in an initial brainstorm meeting with your team in order to create a storyboard, which is a sequential breakdown of the story that you want to tell. Everyone should agree on the storyboard and official script before filming starts.
#3: Produce and Edit the video. Usually it takes 2-3 days to tape a professional video, depending on how long the video storyboard is, travel time, and number of people being interviewed.
Tip: Five (5) minutes is an excellent length for a YouTube video. You can re-cut 2 or 3 shorter segments that can tease the viewer to watch the full video. And, don’t forget to make a strong call-to-action that motivates an action from the condo prospect e.g. register, e-mail newsletter, facebook ‘like’, etc.
Now that you know the steps to creating an amazing video, you need to market it, which we’ll talk about in an upcoming post!
Email me to find out how easy it is to develop your own online video! And, the same video can be showcased on our TV show, The CondoOutlet TV Show, every Monday/Thursday @ 6:30pm on Ch 21 (Toronto, Rogers). Watch a selection of videos we've done for recent clients including King West Condos below.
Topics: social media blog, Video, blog, condo investment, real estate investments, advertising, video production, web site design, web site optimization, real estate, toronto, n5r, condo, online marketing, tv production, corporate video production